A Coke, aiming to reach the growing market of gamers, is launching a new limited edition flavor in partnership with Riot Games, makers of the popular online game League of Legends.
Named Coca-Cola Ultimate, this new flavor will be available in stores across the US and Canada starting June 12th for a limited time. Coca-Cola Ultimate will be offered in two versions: regular and zero sugar.
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Internationally, the flavor will only be available in a zero-sugar version and will be launched later this week. With this strategy, the brand seeks to attract the attention and interest of the gamer public, a demographic segment increasingly targeted by leading food and beverage brands.
The company has gone through a process of portfolio reduction in recent years, focusing mainly on its main brands, such as Coca-Cola itself.
However, the traditional soft drink category has seen a decline in popularity during this period. Therefore, the brand is committed to finding ways to attract new consumers to this category, pursuing innovation and marketing strategies. The aim is to revive interest in the sugar-sweetened soda and rejuvenate its appeal among consumers.
With the launch of this line of flavors, Coca-Cola seeks to awaken enthusiasm among the most young people, focusing on digital experiences related to music and online games, which are popular in the time.
The new flavor was specially developed to attract gamers, a specific target audience increasingly sought after by food and beverage brands. As is common with limited edition Coca-Cola, the actual taste of the Ultimate version will be kept secret, adding an element of mystery to the novelty.
the platform Creations Coca-Cola continues to offer eccentric and captivating flavors, such as starlight, inspired by space, dreamworld, with a clear dreamy flavor, and Byte, which promises a pixel flavor.
Additionally, Coca-Cola has partnered with musicians Rosalía and Marshmello to create limited edition flavors.
In the case of Coca-Cola Ultimate, as with other flavors, the company keeps its exact flavor a secret. The company's senior director of global strategy, Oana Vlad, mentioned that they never provide a straight answer about flavor as they are mystery flavors.
However, she emphasizes that the flavor profile is always predominantly Coke, making up 85% to 90%, with a 10% to 15% twist of something unexpected. This ensures that the essence of Coca-Cola is preserved, while adding a surprising note to the palate.
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